Last week at RIOU, we had the privilege to deep dive into the world of branding and communication in sport with two brilliant minds: David Jobin and Maria Belousova, branding experts from Royalties, a Parisian brand management agency.
In just 5 days, this unit challenged how we think about sport — not only as competition or performance, but as a powerful cultural and emotional product.
We explored: What makes a brand truly unforgettable
- How emotions shape audience connection
- The paradox of sport: rooted in tradition, yet always evolving
- Why athletes, federations, and events all need unique positioning
- And how brand value is built at every single touchpoint — from grassroots clubs to global campaigns
Most importantly, we worked in teams to build real-life brand campaigns for social impact — from promoting accessibility in sport to challenging outdated norms in major global events. Strategy, identity, meaning, and transformation — this wasn’t theory, it was agency-mode practice.
Takeaway? In sport, a strong brand isn’t just a logo. It’s a story, a stand, and a promise — one that can change minds and move communities.
Thank you David & Maria for your passion, provocation and professionalism — you’ve redefined how we’ll look at sport (and sneakers) forever.
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